Dove says they 'deeply regret' ad following widespread backlash

Summary

Dove faced backlash for a racially insensitive ad showing an African-American woman removing a brown shirt to reveal a white woman, implying lighter skin is superior. The ad was part of a campaign featuring women of different ethnicities. Makeup artist Naomi Blake criticized the ad for its subliminal message, prompting Dove to apologize on Facebook for not representing women of color thoughtfully. Despite the controversy, some consumers defended Dove, appreciating their efforts to promote diverse beauty standards.

Takeaways

• 📢 Dove faced backlash for a Facebook ad that appeared to show an African-American woman removing her brown shirt to reveal a white woman, which was interpreted by some as racially insensitive.
• 🎨 The ad was part of a campaign featuring three women of different ethnicities removing shirts in matching skin tones, but a makeup artist's freeze-frame compilation led to controversy.
• 🗣️ Makeup artist Naomi Blake, who created the compilation, criticized the ad for sending a subliminal message that darker skin is not beautiful enough and needs 'purification'.
• 📉 In response to the controversy and online backlash, Dove removed the ad and apologized on Facebook, acknowledging they 'missed the mark' in representing women of color.
• 💬 Public opinion was divided; some supported Dove's apology and commitment to diversity, while others felt the ad was a misstep in their efforts to promote body positivity and inclusivity.
• 🎥 Film director Ava DuVernay criticized Dove's response, suggesting that saying they 'missed the mark' deepens the offense and that they need to do better.
• 🔄 Dove reiterated that the ad was meant to convey that their body wash is for every woman and to celebrate diversity, but admitted they got it wrong and apologized for the offense caused.
• 👩‍💻 Blake suggested that Dove should have consulted black women before posting the ad, highlighting the importance of diverse perspectives in ad creation.
• 🔄 The incident sparked discussions about the representation of beauty in advertising and the need for brands to be more mindful of the messages they convey.
• 📈 Despite past missteps, Dove has been recognized for its efforts to promote positive body image and confidence, and some customers remained supportive of the brand.

Q & A

What was the controversy surrounding Dove's advertisement?

The controversy was that Dove's ad was accused of being racially insensitive, as it showed an African-American woman removing her brown shirt with Dove body wash to reveal a white woman in a light-colored top, which was interpreted by some as a subliminal message that lighter skin is better.

How did Dove initially respond to the backlash?

Dove removed the ad and issued an apology on Facebook, stating that they missed the mark in representing women of color and deeply regretted the offense caused.

What was the intended message of Dove's ad according to the company?

Dove stated that the ad was meant to convey that Dove body wash is for every woman and was intended to be a celebration of diversity.

Who was the makeup artist that highlighted the ad's perceived issue?

The makeup artist who highlighted the ad's perceived issue was Naomi Blake, who created a four-panel freeze-frame to illustrate what she saw as the ad's unintended message.

What was Naomi Blake's interpretation of the ad's message?

Naomi Blake interpreted the ad as sending a subliminal message that darker skin is not beautiful enough and that one needs to 'purify and clean' oneself.

What was the public's reaction to Dove's apology?

The public's reaction was mixed. Some, like movie director Ava Duvernay, felt Dove's apology was insufficient, while others continued to support the brand, believing the ad was meant to convey a message of beauty for all.

Has Dove faced similar controversies in the past?

Yes, Dove faced a similar controversy in 2011, indicating that this is not the first time the company has been accused of racial insensitivity in its advertising.

What advice did the woman who made the Facebook post give to Dove?

The woman who made the Facebook post suggested that Dove should have consulted black women before posting the ad to avoid such issues.

What is the importance of diverse representation in advertising campaigns?

Diverse representation in advertising is important to ensure that all ethnicities and backgrounds are accurately and respectfully portrayed, avoiding stereotypes and promoting inclusivity.

What steps can companies take to prevent such controversies in the future?

Companies can prevent such controversies by conducting thorough sensitivity reviews, involving diverse teams in the creation process, and actively seeking feedback from various communities to ensure respectful and inclusive messaging.

How did the incident affect Dove's image as a brand?

The incident sparked debates about Dove's commitment to diversity and inclusion, with some questioning the brand's past efforts to promote body image and confidence, while others defended the brand's overall message.